Brand Resonance Model chapter 3 part #1

Question 1

the ease of repairing the product if needed

Answer 1

serviceability

Question 2

The range of purchase and usage situations in which the brand element comes to mind.

Answer 2

Breadth of brand

Question 3

How likely and easily it is for a brand element to come to mind.

Answer 3

Depth of brand

Question 4

the range of purchase and usage situations in which the brand element comes to mind and depends to a large extent on the organization of a brand and product knowledge in memory

Answer 4

breadth of brand awareness

Question 5

measures how likely it is for a brand element to come to mind and the ease in which it does

Answer 5

depth of brand awareness

Question 6

Where do consumers think about a brand?
When consumers think of a brand?
How often do consumers think of a brand?

Answer 6

Strategic implications